Founded in 2014 by designer Neo Serati Mofammere, Nao Serati has become one of Johannesburg’s most daring voices in contemporary fashion. Known for its unapologetically fluid silhouettes, vibrant palettes, and playful edge, the brand occupies the space where athleisure meets avant-garde, where street culture collides with couture, and where identity is always in conversation with possibility.
Fluidity as a Design Language
At its core, Nao Serati dismantles binaries. Masculine and feminine, polished and raw, high fashion and streetwear—these categories blur seamlessly in garments that defy definition. Sequins pair with lycra, tailoring dances with stretch fabrics, and metallics shimmer against the softness of jersey. The result is clothing that is never just worn, but performed—pieces that invite the body to move, play, and reimagine itself.
Every collection is a statement of intent: to carve out a space where fashion is not prescriptive, but liberating. In this world, clothing becomes armour, expression, and celebration all at once.
Collaborations as Cultural Dialogue
Nao Serati’s collaborations have become cultural touchstones, expanding the brand’s reach while staying true to its roots. A capsule with Reebok marked Pride Month with rainbow-infused apparel in gender-neutral sizing, signalling a new standard for inclusivity. A creative partnership with adidas Originals reimagined sneakers as futuristic artefacts, bridging global sportswear with South African imagination. More recently, a project with Volvo turned car seat fabrics into fashion, highlighting the designer’s ability to weave sustainability and storytelling into a single narrative.
These collaborations are not just commercial ventures, but dialogues—between local and global, fashion and function, sustainability and spectacle.
Recognition & Runways
Nao Serati has become a fixture at South African Fashion Week and Menswear Week, while international recognition has placed its work in institutions like the V&A Museum in London. Each runway presentation feels less like a traditional fashion show and more like a theatrical moment, where models, garments, and soundscapes combine to create immersive experiences.
The brand’s presence at events such as the Durban July only deepens its reputation as a disruptor—shifting expectations of what South African occasion wear can look like.
Sustainability & Slow Fashion
In a landscape often dominated by fast cycles, Nao Serati embraces a more considered pace. Garments are produced in small runs, crafted with attention, and often upcycled or repurposed to reduce waste. This approach aligns with a broader philosophy of care—treating each piece as something enduring, intentional, and worth treasuring.
Why Nao Serati Matters
• Radically inclusive: Challenging gender norms and offering clothing that transcends traditional categories.
• Culturally rooted: Infused with the rhythm, energy, and rebellion of Johannesburg youth culture.
• Globally resonant: Collaborations and international showcases that place South African creativity on the world stage.
• Future-facing: Constantly experimenting with new materials, ideas, and modes of presentation.
Nao Serati is not simply designing garments—it is designing a cultural future. One where joy, defiance, and fluidity coexist on the same runway. One where fashion is democratic, expressive, and unapologetically bold.
In a world still catching up to the idea that clothing can be both protest and play, Nao Serati is already there—draping bodies in courage, sparkle, and possibility.
